THE EFFECT OF NANOTECHNOLOGY INNOVATION AND MARKETING/R&D INTERFACE ON SUSTAINABILITY DVANTAGE IN THE PHARMACEUTICAL INDUSTRY

Taufik Taufik

Abstract


Purpose - The purpose of this study is to determine whether there is a significant (partially or simultaneously) effect of nanotechnology innovation and marketing/R&D interfaces on sustainability advantage in the pharmaceutical industry. Methodology/Approach - This study used survey method by using closed questionnaire type. The population consist of Marketing Department and R&D Department at 10 Pharmaceutical Companies in Jakarta. The sample of research is 35 Executives and Staff of Marketing Division and R&D Division at 10 pharmaceutical companies in Jakarta through the spreading of questionnaires in October - December 2016. Findings – Results indicate that Nanotechnology innovation has a significant positive effect on Sustainability Advantage which means if nanotechnology innovation was applied it will encourage the increasing sustainability advantage in the pharmaceutical industry. Marketing/R&D Interface has a significant positive effect on Sustainability Advantage which means that the application of Marketing/R&D Interface (X2) will encourage the improvement of Sustainability Advantage (Y) in the pharmaceutical industry. Simultaneously Nanotechnology Innovation (X1) and Marketing/R&D Interface (X2) had a positive and significant effect on Sustainability Advantage (Y) in Pharmaceutical Industry.

Keywords


Innovation, Nanotechnology, Marketing/R&D Interface, Sustainability Advantage

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